Relationship development for services: an empirical test

Purpose – The purpose of this article is to describe the application of brand building techniques to an existing organization. Design/methodology/approach – The article describes an application of relationship building to increase the success of a service in a competitive environment. Findings – Relationship building strategies have been effective in forming bonds between customers and service and product marketers. They can be effective in many industries and can be highly effective in competitive situations. Instituting a relationship building strategy in a bar helped differentiate the service and attract consumers with relatively high lifetime customer value. By insuring that each type of relationship bond was implemented, the organization gained strong relationships with a group of customers which proved resistant to competitive inroads. Research limitations/implications – As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability. Practical implications – The work illustrates the strategy that a service provider may use to bolster customer relationships and gain the benefits that provide barriers to entry by competitors. Originality/value – The work describes how tactics and a strategic shift, focusing on specific segments, can earn a service provider a measure of success.